Head of Promotions & Events
The IML Group
Total years of experience :20 years, 3 Months
As the head of promotions & events, my role entailed operations of all of our clients’ below-the-line marketing strategies in detail. I am required to work cross functionally with colleagues in other marketing and sales teams to develop strategies and communications programs that drive brand awareness and build consumer engagement on the site. One of my responsibilities was the generation of promotional and events opportunities and the implementation of these initiatives working with partners and marketing agencies, and internally with sales and operations, and the overall marketing team. IML Group decided to invest heavily into my department and therefore multi-tasking in a fast-paced, high-stress environment was initially required. I was also required to research and manage vendors for various concurrent projects.
• Manage and direct all promotions and events, advertising (Below-the-line), public relations & events for the clients along with implementation of project timelines.
• Create the overall company image that attracts new clients while building the loyalty of current and ex-clients.
• Identify and negotiate with appropriate partners (Suppliers & Promoters) to help meet goals, within budget and time parameters.
• Develop promotional mechanics that engage consumers and produce the best commercial outcome for the clients.
• Evaluate promotional results including the application of the relevant test structures and metrics to ensure that each promotion is optimized.
• Work with agencies and internal creative teams to develop creative and media concepts.
• Maintain consistent, professional communication with clients.
As the head of PR & Events my responsibilities directly required an understanding of marketing with a focus on event management, promotions and public relations with an ability to analyze budget vs. ROI for projects. The position requires me to have an extensive experience in event conceptualization and planning; also taking overall responsibility for achieving its goals, consolidating the performance, and facilitating unified report to the higher management on all matters.
• Creating events ranging from new project launches, press conferences, staff gatherings to PR driven campaigns.
• Researching property events and other exhibitions around the world and source participation information and related branding opportunities to decide on our participation at these events.
• Participating in a wide range of International property exhibitions and submitting a report to the higher management after arriving back.
• Undertake all necessary international travel commensurate with ensuring that the events achieve high effectiveness, a high profile and profitability.
• Working with the sales & marketing staff, establishing a program that supports the event purpose and goals.
• Evaluate all aspects of the event including budget, registration/participation numbers, program, goal attainment.
• Successful execution of all meetings, conferences and events to ensure that our clients remain loyal and book future business, revenue maximization, and controlling expenses through effective negotiation and accurate forecasting.
• Through market visits, maintain regular presence in other first tiers markets and explore new markets.
• Assist in team development including recruitment, training, recognition, succession planning, coaching, performance evaluation, and goal setting
• Oversees market and industry trends and analyze competitors to maintain a leadership position and evaluates competitive marketing communications and public relations strategies.
The role required a professional who clearly demonstrated clarity of thought, someone who could translate strategy into operational reality and could effectively and efficiently integrate staff teams working in both Dubai and rest of the Middle East region. When appointed, I was already in a senior events industry role, which required me to have an impressive experience in the management of a multi-faceted team whilst delivering excellent results across all disciplines and was expected to become “known” in the region exhibitions industry in order to leverage advocacy. The role involved regular overseas travel and attendance at industry events, including weekends from time to time. My primary responsibilities was liaising with our internal and external clients, managing contractors, project managing the operational and logistic aspect, on-site management of the exhibition build up and break down.
• Co-ordinate the sales, marketing, exhibitor relations and operational logistics of the events
• Establish, maintain and develop partnerships with all key local providers including venue, destination management companies, hotel community, national tourism authority and national airline
• Rapidly develop a thorough knowledge and understanding of the key stakeholders for Real Estate Market, including, the role and influence of the professional associations and the trade media
• Resource management skills, demonstrate effectiveness in budget forecasting and management and deployment, leadership and management of the team.
• Project management success - with a detailed understanding of the complexity of planning, launching and evaluating an event.
• The ability to co-ordinate and meet the expectations of all stakeholders/sponsors with the diplomacy and advocacy skills which underpin this.
• Effective and motivational leadership across team and suppliers.
• Delivery of a quality event by a quality performing team.
• Organizing Club Events, Fashion Shows, Concerts, Product launches, Charity Events, Private and Corporate parties and all other entertainment solutions.
• Responsible for meetings with user groups to provide information and guidance to the client in order to obtain accurate event specifications; prepares and reviews event agendas and confirms that all services and necessary preparations are in order; supervise, direct and coordinate the activities of personnel, subcontractors and vendors as required to successfully execute the assigned events at the facility; coordinate client service needs with catering and audio-visual concessionaires, security and other requested services; supervise, monitor and control event billing per client contracts; acts as a liaison for the client or building user to insure successful execution of program; conduct pre- and post-convention meetings with clients and facility staff; effectively communicate information through written correspondence, oral communication, preparation of reports, creating of diagrams, group resumes; develop and maintain effective relationships with service contractors and other suppliers of event services.
• To keep skills up to date and be aware of current practice and new developments within Events services and after researching, provide analysis and recommendations to client.
• To understand the corporate event market and how to position Velvet Entertainment within it for maximum impact and financial gain.
• To liaise with the PR and Marketing department to develop and implement a coherent marketing strategy to raise the profile of Velvet Entertainment as a whole and its hire availability in particular.
• Oversees the day-to-day operations of the events department; manages Conferences and Meetings Coordinator and all outsourced logistic companies/ organizations that support the conferences, meetings and high impact industry events.